Menggelar kegiatan MICE baik secara offline, online, atau hibrid tentu bertujuan mendulang keuntungan. Tentu perlu strategi mendapatkannya.
Cuan alias keuntungan bagi penyelenggara kegiatan MICE tak melulu soal mendapatkan keuntungan. Tapi juga jumlah pengunjung acara, nama perusahaan atau klien yang semakin dikenal, serta brand awareness masyarakat pada acara tersebut.
Biasanya indikator keberhasilan kegiatan MICE dilihat dari beberapa hal. Mulai dari penjualan tiket atau jumlah registrasi peserta, stan pameran, sampai jumlah sponsor yang terlibat. Indikator ini masih berlaku di masa pandemi saat ini.
Lalu bagaimana cara memonetisasi kegiatan MICE? Ini dia strateginya:
1. Konsep acara
Buat konsep acara yang sesuai kebutuhan pasar, industri, dan perkembangan terkini. Intinya, market bisa menelan apa yang dipasarkan, baru dari situ dikembangkan.
2. Kekuatan sosial media
Zaman sekarang apa sih yang tidak bisa dilakukan sosial media. Bahkan jumlah pengikut dan engagement di sosial media seringkali menjadi ukuran keberhasilan sebuah merek atau perusahaan.
Nah, Anda bisa lakukan kapitalisasi media. Apalagi jumlah pengikut di sosial media bisa jadi sumber revenue baru.
3. Jangan takut rugi
Dalam hal apapun risiko mengalami kerugian pasti ada. Apalagi jika brand atau acara yang Anda selenggarakan masih baru, tentu perlu proses sampai bisa menguntungkan.
Intinya, jangan takut rugi. Namun buat perhitungan tentang risikonya, lalu siapkan langkah preventif untuk mengurangi risiko kerugian.
Sekali lagi ingat, keuntungan tidak melulu berupa uang tunai. Jangan lupa ada item keuntungan yang tak berwujud uang tunai seperti kegiatan barter promosi, diskon vendor, pemberian doorprize, kuis berhadiah, sampai penjualan air minum dalam kemasan bisa jadi sumber-sumber revenue.
Ya, namanya juga pelaku industri kreatif, ya mesti banyak ide supaya tak tergerus tantangan zaman.
English
Packaging MICE Events for Profit
Organizing MICE events, whether offline, online, or a mix of both, is obviously done with the aim to gain profits. Yet, achieving this obviously requires a strategy of its own.
Organizers of MICE events are not only after monetary profits. They also wish to gain a large number of attendees, recognition of the company or client, as well as brand awareness among the general public at an event.
There are several numbers that can be used as success indicators when it comes to MICE activities. These range from ticket sales or the number of registered participants, exhibition stands, to the number of sponsors involved. These indicators are still valid during the current pandemic.
But the question remains: how can one monetize MICE activities in the first place? Here are some viable strategies:
1. ConceptualizeCreate an event concept that fits the needs of the market, the industry, and recent developments. For starters, make sure the market is receptive towards what is on offer, then develop it from there.
2. Utilize social mediaNowadays, social media is everything. Even follower counts and social media engagement are often used as a measure of a brand or company’s success. Therefore, make sure you capitalize on this, especially since the number of followers on social media can also be a new source of revenue.
3. Don’t be afraid of lossesWhatever the business, there will always be a risk of loss. This is especially true if the brand or event you are organizing is new, as it will inevitably need to go through a process before it can turn a profit. The point is, don't be afraid to lose money. However, do calculate the risks, then prepare preventive measures to reduce it.
Once again, keep in mind that there is a lot more to gain than just monetary profits. Don't underestimate benefits that are not in the form of cash, such as trading promotions, vendor discounts, door prizes, and quizzes with rewards. Even the sale of bottled drinking water can be a source of revenue.
After all, this is a creative industry, so lots of ideas are required to weather the test of the time.
